Why Satisfaction Does Not Create Loyalty

B2B Insight: Why Customer Satisfaction Doesn’t Create Loyalty – and What to do About It.

Did you ever wonder why such a high proportion of satisfied B2B customers end up leaving and moving to a competitors’ product or service? BusinessWeek cited that 60% of defecting customers describe themselves as satisfied just before defecting. Case in point: A $1.6 billion B2B company was experiencing an 85% customer satisfaction rate but still suffering from an abysmal 68% retention rate. When the CFO asked how this could be, the VP of marketing had to find an answer – and he did.

As it turns out, the marketing team was not aligned with the sales process or the economic buyer. The rigorous Voice of the Customer survey program that gained insight from 250 customers per quarter had a flaw that was easily uncovered. The company was not getting survey results from the decision makers in the accounts surveyed. Rather, the users of the equipment and the rocurement administrators were the typical individuals responding to the surveys.

Learn Geehan Group Princpal, Rob Urbanowicz's 7 secrets to keeping the customer satisfied.